Targeting Strategies three distinct targeting strategies: (1) Undifferentiated,

Question

Targeting Strategies

three distinct targeting strategies: (1) Undifferentiated, (2) Concentrated, and (3) Differentiated. Please make sure you understand the difference between these three strategies and give an example of an advertisement or sales promotion (Super Bowl ads, local print ads, digital campaign, etc.) and identify which strategy is being used. Explain why this ad or campaign is either Undifferentiated, Concentrated, or Differentiated. Please give others feedback on their responses after the initial examples are given.

Explanation / Answer

1) Undifferentiated : In this strategy the same promotional advertisement is sent to everyone , without any segmentation or discrimination . For an undifferentiated strategy to be successful, the company's product must be easily available and affordable and must provide the same benefits to all consumers . As for example : a new book store opens in the city . This book store can announce its grand opening celebration all over the city . This is a true example where no segmentation is done and each individual in the market receives the same message .

2) Concentrated : A concentrated marketing strategy is targeted to one specific market segment or customer group or audience . Such strategies are developed for smaller group of people . As for example : the same bookstore wants to cater to only college goers and targets that particular group . Hence , it can open its outlet at a convinient location for students to visit after college .

3) Differentiated : A differentiated marketing strategy is when a company creates campaigns or advertisements that appeal to at least two market segments or target groups . Different messages may be used for different groups . As for example : the bookstore can appeal to the students by providing discounts on purchase of a bundle of books or special student membership . The same bookstore can attract the elderly people by making sitting arrangements and reading counters for them .

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